Boundary-Spanning Marketing Organization : A Theory and Insights from 31 Organization Theories /

Now more than ever, marketing is assuming a key boundary-spanning role-a role that also redefined the composition of the marketing organization. In this Brief, the marketing organization's integrative and mutually reinforcing components of marketing activities, customer value-creating processes...

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Bibliographic Details

Main Author:	Hult, G. Tomas M. (Author)
Corporate Author:	SpringerLink (Online service)
Format:	eBook
Language:	English
Published:	New York, NY : Springer New York, 2011.
Series:	SpringerBriefs in business. 20.
Subjects:	Economics/Management Science. Management/Business for Professionals. Marketing. Economics. Industrial management.
Online Access:	Connect to the full text of this electronic book